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Media buyers would do well to stop ignoring the 40- to 60-year-old age group, said demographer Ken Dychtwald yesterday at a meeting of media buyers and marketers sponsored by Viacom’s TV Land, AdAge reports. The older demo comprises $2.1 trillion in spending power and lead spending in the categories of movie tickets, computer hardware and software, cellphones and home electronics.
He suggested that buyers look at audience segments of 18-to-39, 40-to-59 and 60-plus rather than buying solely on 18-to-49s or 25-to-54s. He said that lifelong loyalty is gone, and boomers can still be affected by advertising.
Viacom’s TV Land is touting its ability to reach boomers at a time when other cable networks such as Lifetime, TBS, and A&E are trying to reach a younger demographic. TV Land airs classic television programs such as The Andy Griffith Show.
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
The move is not about cost savings, but rather about growth, NYTimes.com general manager Vivian Schiller…
Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
Last month, CBS’s Face the Nation pulled ahead of Meet the Press for the first time in two…
Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
